Consultancy and research

With Black Friday over for another year, which brands created most social media buzz around its sales?

Social media marketing firm Socialbakers has been scanning social media for the brands who made the biggest splash this #BlackFriday.

The data shows that smaller brands won on Twitter and Facebook, while beauty brands reigned supreme on Instagram – it seems marketers really know where to put their money when it matters.

See below for a round-up of key findings and for the full data of top posts and most engaging brands:

On Twitter, B&M won the interactions game, with over 15,000 on posts mentioning #BlackFriday – beating off big brands such as GAME, Innocent Drinks and Superdrug

On Facebook B&M also came out on top with more than 56,000 interactions – and smaller brands such as Tilletts, Saltrock and Endsleigh managed to rake in the engagement by using the #BlackFriday hashtag

B&M’s competition for an electrical hamper was the big winning post on both Twitter and Facebook, harking back to the true meaning of Black Friday: deals

On Instagram, Revolution Makeup beat off all the competition with almost 280,000 interactions mentioning #BlackFriday – and 7 of the top 9 posts

Major beauty brands Charlotte Tilbury, Iconic and MAC raked in over 100,000 combined interactions on Instagram despite not ranking on Facebook or Twitter, showing that beauty marketers know where their audiences are heading to browse on Black Friday

MyProtein came in second place, with Physiq Apparel and JD rounding off the Insta top ten – a departure from the beauty brands that dominate #BlackFriday engagement on Instagram